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Keyword Research For E-Commerce

Whether you already have your product pages up or you’re looking to reoptimize them, keyword research is an important part of the process.

There are a few ways to go about keyword research.

The first one is one of my favorites and it’s called the “Easy Wins Method”

Easy Wins Keyword Research

The concept here is to go find out all the terms that your website is ranking for, but is not at the top of the search results, and re-optimize that page!

You can use our free tool here to find out all the keywords your website ranks for.

After you export this list, you can build links to these pages, re-optimize them, and build quick wins in your traffic!

Product Specific Keywords

To try and find all the keywords that you want to include on a product page, I like to go look at what’s ranking in Google, then run that through a keyword research tool.

For instance, lets say you have a page for organic dog food.

I would first search google for a top ranking result.

Next, you can plug that URL into your favorite keyword research tool like Ahrefs.

Then take a look at all the keywords that the page is ranking for. This will give you loads of ideas!

On-Page SEO For E-Commerce

On-page SEO is still important, but simply jamming keywords into the titles and meta descriptions isn’t enough to rank high in search results.

Search engine algorithms are prioritizing relevance and engagement, so make sure your product page content is designed to send the right signal.

Create Unique Product Descriptions

A common problem that e-commerce stores often have is not having unique product descriptions. Many times product descriptions are copied from the manufacturer, so every e-commerce store that sells that product is using the same content.

You’ll want to make sure that you create unique product descriptions over time to avoid duplicate content on all product and category pages.

Customer reviews and ratings are a top-tier form of UGC that helps improve SEO in several ways. It provides search engines with fresh, trustworthy content, it increases the time visitors spend interacting with your product pages, and it adds relevant keywords to the content.

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User Experience

E-Commerce presents lots of opportunities for making your site more useable. Let’s talk about some common problems and solutions:

Improve User Experience With Content

The challenge with having a lot of content is that too much text on a page can reduce usability and divert the attention of visitors away from the call-to-action (i.e., hitting the “add to cart” button.)

You can organize content with tabs or accordions to reduce clutter:

You also want to leverage visual hierarchy and formatting elements to make the content more scannable and user-friendly.

With this shift in browsing behavior, Google is already penalizing websites that aren’t mobile-friendly and is already rolling out a mobile-first index that prioritizes sites that are optimized for mobile user experiences.

A mobile-optimized website means more than just squeezing a desktop experience into a smaller screen, too.

Here are some mobile optimization best practices that will improve customer experience and boost your organic store rankings:

Page Speed

A longer page load time is associated with a higher bounce rate, which negatively impacts SEO.

According to a Google report, just a few seconds can account for massive swings in your bounce rate.

It’s an excellent way to spend a few bucks with a high chance of generating links.

Conduct a basic search on Google and look for reviewers in your ecommerce niche. Contact them and send them free products without asking for a review.

This will likely land you a few great reviews and subsequent links that can help you drive relevant referral traffic.

Get Links From Product Manufacturers

If you’re selling branded products, you can sometimes get a link from the manufacuter under an “authorized retailers” type page. Check out the websites of your manufacturers and try to get a link there.

Don’t Forget Internal Links

The honest truth is that it’s difficult to get people to link to your product pages, so internal linking in e-commerce is really important. Build linkable assets, then internally link from them to your product pages.

Conclusion

Organic search is one of the best ways to get in front of your ideal customers in a cost-effective way over the long-run.

Nice work guys! Love the buyer’s journey piece, as I hadn’t seen a graphic that involved (I know that wasn’t the point of the article but that was cool).

I get that pop-ups are becoming more and more risky from an SEO point of view, but what do you think about splitting the difference? For example, setting a simple 10 second delay instead of exit intent or multi-page trigger? Have you seen any data on that specifically?